PENGARUH PROMOSI, PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEUNGGULAN BERSAING SEBAGAI VARIABEL INTERVENING (Studi Pada Produk Teh Pucuk Harum)

ARYANI, NITA BELINDA (2021) PENGARUH PROMOSI, PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEUNGGULAN BERSAING SEBAGAI VARIABEL INTERVENING (Studi Pada Produk Teh Pucuk Harum). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is to find out the influence of promotion on competitive advantage, price perception of competitive advantage, brand image to competitive advantage, promotion of purchasing decisions, price perception of purchasing decisions, brand image of purchasing decisions and competitive advantage of purchasing decisions. Research design used using asssociative quantitative. Sampling techniques using purposive sampling as many as 180 respondents in the Permata Hijau area, South Jakarta. Data analysis method used is structural equation modeling. The results of the study are Promotions have a positive and significant effect on competitive advantage, Persepi price has a positive and significant effect on competitive excellence, brand image has a positive and significant effect on competitive excellence, Promotion has correlation negative and significant effect on purchasing decisions, Price perception has a significant positive effect on purchasing decisions, brand image has a significant positive effect on purchasing decisions, Competitive advantages have a significant positive effect on purchasing decisions Keywords: promotion, price perception, brand image, competitive advantage, purchasing decision Penelitian ini untuk mengetahui pengaruh promosi terhadap keunggulan bersaing, persepsi harga terhadap keunggulan bersaing, citra merek terhadap keunggulan bersaing, promosi terhadap keputusan pembelian, persepsi harga terhadap keputusan pembelian, citra merek terhadap keputusan pembelian dan keunggulan bersaing terhadap keputusan pembelian. Desain penelitian yang digunakan menggunakan kuantitatif assosiatif. Teknik pengambilan sampel menggunakan purposive sampling sebanyak 180 responden yang ada di wilayah Permata Hijau, Jakarta Selatan. Metode analisis data yang digunakan adalah structural equation modeling. Hasil penelitian adalah Promosi berpengaruh positif dan signifikan terhadap keunggulan bersaing, Persepi harga berpengaruh positif dan signifikan terhadap keunggulan bersaing, Citra merek berpengaruh positif dan signifikan terhadap keunggulan bersaing, Promosi berhubungan negatif dan signifikan terhadap keputusan pembelian, Persepsi harga berpengaruh positif signifikan terhadap keputusan pembelian, Citra merek berpengaruh positif signifikan terhadap keputusan pembelian, Keunggulan bersaing berpengaruh positif signifikan terhadap keputusan pembelian Kata kunci: promosi, persepsi harga, citra merek, keunggulan bersaing, keputusan pembelian.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43116110484
Uncontrolled Keywords: promosi, persepsi harga, citra merek, keunggulan bersaing, keputusan pembelian.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 24 Mar 2022 04:20
Last Modified: 24 Mar 2022 04:20
URI: http://repository.mercubuana.ac.id/id/eprint/58760

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